PENGARUH ENVIRONMENTAL, SOCIAL, AND GOVERNANCE (ESG) DAN FINTECH ADOPTION TERHADAP INVESTMENT BEHAVIOR DIGITAL NATIVES DALAM MENGOPTIMALKAN INVESTASI BERKELANJUTAN

Abstrak

This study aims to determine the influence of environmental, social, and governance (ESG) and fintech adoption on the investment behavior of digital natives in optimizing sustainable investment. The respondents in this study are digital natives aged between 16 and 27 years, with a sample of 100 respondents. Sample determination using the Lemeshow formula with a purposive sampling method. Data analysis was conducted using descriptive analysis methods through SMARTPLS v. 4.1.0.4 software. The results of this study indicate that environmental, social, and governance (ESG) have a significant influence on the investment behavior of digital natives. The data that has been tested shows that the variable direction of environmental, social, and governance (ESG) has the greatest influence on investment behavior of digital natives compared to fintech adoption. This highlights that ESG is a crucial factor in shaping the investment behavior of digital natives.